SOURCE: Covario, Inc.

Covario, Inc.

February 03, 2011 12:00 ET

Covario Presents "Sigma" Awards to Five Clients at INFLECTIONPoint

Intel, Lenovo, RIM, Sony Pictures, Cabela's Recognized for Optimizing Search Within the Overall Marketing and Media Mix

SAN DIEGO, CA--(Marketwire - February 3, 2011) - Covario, Inc., one of the nation's largest independent providers of search marketing software solutions and agency services, presented its highest client honors -- the Sigma Awards -- to five clients during the company's annual INFLECTIONPoint customer conference this week in San Diego.

The Sigma Awards are bestowed annually to those companies that demonstrate thought-leadership and success -- not only in search marketing, but also in their overall approach to media mix planning, attribution modeling and website optimization. This year's recipients included Intel, Lenovo, Research in Motion (RIM), Sony Pictures Entertainment (SPE) and Cabela's.

Intel was recognized for the "Most Innovative Use of Social Media Platforms." As an "ingredient brand," the industry pioneer strives to connect with consumers in a way that leads them to prefer Intel technology inside their personal electronic devices. Leveraging social media platforms -- and Facebook in particular -- was an obvious choice to build a more connected brand. Intel developed the "Win & Share" campaign to promote its Facebook page and drive registrations to enter a contest to win a laptop PC. The result was lift in brand awareness at a very low cost.

Lenovo was noted for "Search Thought Leadership." The global PC manufacturer recognizes that consumers are touched by brand messages in many ways as they go through the initial awareness, consideration and eventual purchase process -- often expressed as the sales and marketing "funnel." Lenovo runs its search programs as though they are electronic "cashiers," literally catching the consumer goodwill from all their other media interactions -- which ultimately lead to a last click and final transaction.

Research in Motion was honored for the "Most Advanced Media Mix Analytics." The maker of the Blackberry smartphone has key channel partners like Verizon, AT&T, Sprint and T-Mobile. These carriers depend on RIM's brand advertising to help sell RIM products, along with their wireless voice and data services. RIM needs to know that its advertising investment is being spent optimally in support of these important channel partners. Together with RIM, Covario has developed a sophisticated cross-media dashboard, so the global marketer now has an actionable view to evaluate the effectiveness of both online and offline (TV, radio, print and out-of-home) advertising spend.

Sony Pictures Entertainment earned the Sigma for the "Best Integrated Digital Marketing Management." For SPE, producing a blockbuster motion picture is akin to first building and then breaking down a $100 million business in less than a year. The first few weeks of a movie's launch determines if there is any chance at making back the initial investment and earning a profit. The ability to give people what they want and letting them know about it in real time can make all the difference between red and black ink. The Sony Pictures Scorecard, developed with Covario, allows SPE executives to track critical online metrics, including movie website traffic, reactions to trailers on YouTube, search volume around a movie's title, social media buzz related to specific actors in the film, and offline metrics like exit interviews following previews.

Cabela's, one of the nation's top retail brands in the outdoor outfitter space, was honored with a Sigma for executing the "Best Integration of SEO and Social Commerce." This top-50 e-tailer knows that the voice of the customer is the strongest marketing tool. Cabela's shares actual customer ratings and reviews with other customers as a way to share product and service feedback at As a thought-leader, Cabela's leverages this user-generated content to improve the organic search ranking of its products on key search engines. Cabela's worked with Covario to integrate keyword-rich product reviews directly into product web pages with minimal development effort and IT support. The search engines continue to pick up this fresh and relevant content, which in turn improves Cabela's SEO performance.

"The principle that guides all of our Sigma Award winners is that search programs cannot be conducted in a vacuum if they are to be operated at their most efficient level," said Russ Mann, Covario's co-founder and chief executive. "These companies take a strategic, econometric approach to considering how changes in media channels affect one another and the resulting consumer behavior. At Covario, we call this approach to attribution modeling Global Portfolio Optimization -- attributing appropriate value in order to optimize media expenditures."

About Covario™

Covario, Inc. is among the nation's largest independent SEM (search engine marketing) and SEO (search engine optimization) solutions providers, offering both software and agency services for paid and organic search management. Covario provides large global organizations with robust solutions for paid search advertising, organic search (SEO), social media and display advertising. Covario enables complex and distributed organizations to control their brand integrity; ensure budget transparency; and deliver quantifiable results across business units, distribution channels and languages. Headquartered in San Diego, the company's growing customer base includes some of the world's best known brands in technology, retail, ecommerce, financial services, consumer electronics, media, entertainment, publishing and consumer packaged goods. More information about Covario is available by calling 858.397.1500 or online at

Contact Information

  • Contact:
    Rick Clancy
    Sr. Director, Public Relations
    858-397-1500, ext. 1643 office